Japanese shoppers generate strong fashion sales (hktdc.com)


	The TV guide featuring "Modern Times Hong Kong" was distributed to 21 million Japanese subscribers

	A shot from Japan's Jupiter Shop Channel, which delivered strong business results following its feature on Hong Kong fashion

A business tie-up between a Japanese television shopping channel and the Hong Kong Trade Development Council (HKTDC) has brought Hong Kong products and designs into the homes of over 21 million Japanese households, and generated sales of over 48 million yen or HK$3.2 million (US$411,000).

Jupiter Shop Channel Co Ltd, a 24 hour television shopping channel, aired a six-hour TDC-sponsored special called "Modern Times Hong Kong" offering the latest designs from the city's most fashionable brands and manufacturers. These include Vivache and Champagne Pop bags, designer collections from IKA and Lulu Cheung and Kiyoto leather goods and bags.

Representatives from Jupiter Shop Channel visited the Hong Kong Fashion Week Spring/Summer trade fair, organised by HKTDC last July, to source for new products with broad appeal to offer on its shopping channel. TDC introduced Jupiter representatives to the show's exhibitors and set aside private space for business discussions.

"TDC introduced us to 10 truly impressive Hong Kong manufacturers last year," said Machiko Umebayashi, Director of Strategic Marketing at Jupiter Shop Channel.

Positive results

"We were then thinking of doing a special project involving Hong Kong and China to coincide with the Chinese New Year for early 2006. The programme "Modern Times Hong Kong" was aired on February 6 and did very well. Viewer response was excellent and we were very satisfied with the business result. Sales were particularly strong for bag manufacturer C-Corp's Champagne Pop collection and we definitely want to continue the business relation in the future," added Mr Umebayashi.

HKTDC holds two fashion trade fairs a year at the Hong Kong Convention and Exhibition Centre located on Wanchai's spectacular waterfront. The 2007 Fashion Week Autumn/Winter will be held on 15-18 January while the Spring/Summer Fair is from 10-13 July.